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Duncan 2002 IMC is a process for managing the customer relationships that drive brand value.
More specially, it is a cross-functional process for creating and nourishing
profitable relationships with customers and stakeholders by strategically
controlling or influencing all messages sent to those groups and encouraging data-
driven, purposeful dialogue with them.
Shimp 2000 An organization’s unified, coordinated effort to promote a brand concept through
the use of multiple communications tools that “speak with a single voice”.
Kotler et al 1999 IMC is the concept under which a company carefully integrates and coordinates its
many communications channels to deliver a clear consistent and compelling
message about the organization and its products.
Betts et al., 1995 IMC is the strategic choice of elements of marketing communications which will
effectively and economically influence transactions between an organization and
its existing and potential customers, clients and consumers.
Reported 1993 IMC is a concept of marketing communications planning that recognizes the added
value of a comprehensive plan that evaluates the strategic roles of a variety of
in Schultz
communication disciplines – for example, general advertising, direct response,
sales promotion and PR – and combines these disciplines to provide clarity,
consistency and maximum communications impact (American Association of
Advertising Agencies).